Main Point : Widgets are a small application or piece of dynamic content that can be easily placed into a web page. Business users can add widgets to a mashup. Part of the value of widgets is that they can be easily connected to each other – sometimes called wiring – where a click in one widget automatically updates a view or function in another widget – this is a very simple interface that business users can drag and drop widgets and easily connect them to create something new. These are conceptually similar to Portlets.

The first step in building your first mashup is to make sure you have access to the desired data sources. This typically involves unlocking your existing enterprise, departmental or personal data sources by exposing that information into a common, reusable format- which is often a feed. Once the appropriate feeds are created, customers will often want to put a visualization on top of that information by turning it into a widget. Each time one of the fundamental building blocks (feeds / widgets) is created for your desired mashup, you can publish it to the catalog, where it can be shared with others in the community. Now, when someone wants to create a mashup, they can start by selecting or discovering the appropriate widgets or feeds from the catalog, perhaps transform or remix a few of the feeds together to get the right information, and then, using code-free assembly tooling, business users (or really anyone with the right access control to the mashup environment) can assemble together these widgets into new applications, which can also be shared with other users.

Assumes $130 an hour all in development cost Assumed $385,000 in mashup center costs being added to cost of Agile approach THESE ARE REAL NUMBERS CALCUATED BY GBS AND ACCEPTED AS ACCURATE BY THE CUSTOMER AS VALID

Speed and increasing the effectiveness of business users are the core benefits to Cardiff&apos;s use of Mashup Center. They view mashups as a compelling way to lower development costs and help their business staff and students take advantage of easy to use mashup tools to quickly assemble and customize information to get a task done. Cardiff is a leading organization in understanding the power of Web 2.0 and how to help people work smarter – they view Mashups as a significant addition to their capabilities – complementing their use of WebSphere Portal Cardiff University&apos;s vision is to be a world-leading university and to achieve the associated benefits for its students, staff, researchers and all other stakeholders. The student population is drawn from a variety of backgrounds, with students attracted from throughout Wales, the rest of the UK and world-wide. To target scarce admission resources Cardiff worked with IBM to create a Student Admissions Mashup. This software enables a Cardiff admissions tutor to communicate effectively with students who have yet to notify Cardiff of their acceptance of their offer and increases the probability that highly desired candidates will accept Cardiff&apos;s offer.  The Student Admission Mashup facilitates admissions search by the following: application type and applicant’s location, a view of the list of applicants who have been offered a place and which course they are interested in. The admissions staff can then reach out to the applicants via SMS messaging to enable more proactive communication with their top candidates, building relationships and engaging with them effectively.

Mashups offer a way to increase the value add that firms can deliver to specialized customer segments. In this case, Kapsch is a firm that delivers specialized telecommunications software to large carrier companies who serve consumer audiences with mobile services etc. The mashup offers them an effective platform to combine their services with other web based information – in this case a public social networking site such as Facebook or Xing – letting consumers customize how they wanted to communicate to their own personal networks to drive more revenue for telecom carriers. The Kapsch Group, has undergone a significant transformation from its founding in 1892 - from a manufacturer of telephones to system supplier for road traffic telematics and telecommunications. Headquartered in Vienna, Austria, Kapsch has about 2300 employees worldwide. Individual solutions and the high quality of its systems are traditional strengths that have made the Kapsch Group one of the market leaders in the European traffic telematics and communications industries. In today’s highly competitive telecommunications environment – Kapsch is looking for new innovative ways to help their customers tap into the power of social networks and integrate information from multiple sources to instantly communicate. IBM Mashup Center is helping them realize that vision. The Invite Friends Mashup&apos;s objective was to show how Kapsch could add value to a social communications network through the addition of telecom service features. It enables customers to select multiple contacts, and send SMS, send email and place a call. Alternatively, the user could post a new blog entry then notify others about it via the other services (SMS, email etc).

Please go to our website to learn more about Mashup Center. The best way to see the power and speed of this is to try it yourself on Greenhouse. As of 2 nd quarter 2009 we had over 4200 users creating thousands of assets on Greenhouse – join in and try it for your self. We have an abundance of how to videos available on YouTube to help you get started and see how customers are using mashups.

The NEO Demo is a spiral demonstration of NextGen Aviation capabilities. It demonstrates functional improvements made possible when information is widely available across agencies (FAA, DoD, DHS, NASA).

Boeing saw a need for authorities to use existing data and systems to react to unexpected events and develop new capabilities. During Hurricane Katrina authorities could not quickly use existing systems to find airports that were opened and had runways with enough capacity to land transport planes carrying relief supplies.

Within three weeks Boeing and IBM had deployed mashup capability using IBM’s Mashup Center. Boeing successfully demonstrated the capability to FAA, DoD, DHS.

Samet M. Ayhan, Boeing: “The IBM Mashup tool offers a new approach for quick web application development, where disparate data sources can be fused on a single environment with reusable components in order to make better decisions.“ Example: Boeing – Usable Airport Search Mashup Boeing Air Traffic Management

Select contacts to communicate with via email, SMS or Third Party Call

Create new blog entry and send SMS message notifying contacts

Benefit: Greater customer satisfaction to effectively communicate across their networks and new revenue opportunities through network-based services

IBM Mashup Center gives Kapsch the capability to embed our services in a way that is personally meaningful for our customers - leveraging information from their personal social networks and Web 2.0 communities - and enabling them to easily reach out and communicate to improve their user experience – Andreas Trescher, Customer Solution Manager, Kapsch

22.
Re-Use and Share Assets Via the Catalog A single central catalog for feeds and widgets Tagging, rating, and commenting promotes collaboration and reuse Secure and governed access & use The catalog facilitates sharing and discovery of mashup building blocks.

23.
Quickly Create and Share New Mashups The mashup builder supports rapid assembly and sharing of mashup pages and spaces – without coding!

24.
Transform, Mix, + Utilize Information Mash multiple sources into net-new feeds Fast and easy, but powerful, visual editor for precise control over information flows Output in RSS, ATOM, XML, or JSON based on consuming application or widget The data mashup builder can re-mix, merge, group, sort, filter, and transform feeds in a variety of ways, creating a single view of disparate sets of information in minutes.

Illuminate the value of SOA to business users by making it more visible

Drive the creation of well designed services

Increase service reuse

Make SOA simple to use

Mashups are the “last mile” of SOA

32.
Major Challenge – Security and Governance “ I am worried about security with mashups – specifically unauthorized users accessing back end systems through feeds or mashups.” “ I am worried that exposing information from my enterprise systems as “mashable” feeds will result in unpredictable loads and thus poor performance for the everyday users of those enterprise systems . We must always meet our Service Level Agreements (SLAs).” “ How do I track and manage the load and usage for each of my feeds?” “ How do I ensure that our sensitive information (e.g., social security number) is not displayed in a mashup or feed?” “ How do I apply the right levels of control – without stymieing innovation.” “ What if a business user brings in a ‘rogue’ widget from an external site? The widget could steal sensitive data !”